e-Business, e-Marketing And Social Media 2008 Course Ge Ma Business School Mod 09 Il concetto di Interactive marketing

50 %
50 %
Information about e-Business, e-Marketing And Social Media 2008 Course Ge Ma Business...
Education

Published on March 14, 2009

Author: salvatorelarosa

Source: slideshare.net

Description

Module 9/13 of a series of slides I wrote down in order to introduce a small class of post-graduate students to e-Business and e-marketing, at "Gestioni & Management" Business School in Rome.

My goal was NOT just to discuss or introduce the Internet, the Web or the basic concepts online user experience and online advertising. Instead, I focused on the idea that e-marketing management is more and more a relevant aspect of "plain and simple" marketing management and I tried to give future marketing managers some methodological tool in order to address e-marketing projects in a "right", formal and structured way.

Web e mobile marketing Brand experience, promotion e customer conversation Modulo 9 Il concetto di Interactive Marketing Salvatore Larosa Roma, sede GeMa, 11 settembre 2008 Download site http://www.slideshare.net/salvatorelarosa @ 2008 Salvatore Larosa - Creative Commons Attribution Noncommercial-Share Alike 2.5 Italy License

Interactive Marketing @ 2008 Salvatore Larosa - Creative Commons Attribution Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Contesto dell'Interactive Marketing Creative Commons Attribution 25 Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Interactive marketing: cos’è Approccio orientato a segmenti, nicchie o addirittura a singoli clienti Alcune parole chiave: retention, sviluppo del cliente Coinvolgere il cliente / prospect in una dinamica relazionale che mira ad obiettivi di breve e lungo termine Dinamica relazionale: fattori Valori e bisogni reali del cliente Punti e momenti di contatto / scambio Contenuti Creative Commons Attribution 26 Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Il modello dell’Interactive Marketing Attract Customers Assess, Plan & Target • Audience creation • Competitive benchmarking • Branding & interaction • Customer needs & loyalty initiatives • Integrated promotions & campaigns • Service definition, distribution & pricing • Driving traffic • Define target markets START Learn About Engage Customers, Customers’ Preferences Ensure They Return • Capture real-time information real- • Profiling & dynamic targeting • Continuous preference learning • Transaction & account management • Online research & feedback • Interactive content & elements • Relationship marketing •Other communities Customize Interaction & Value Delivery • Personalize and customize services • Real-time interactions Real- • Refine target markets • Content & 1:1 communication Creative Commons Attribution 27 Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Il modello dell’Interactive Marketing (2) Una campagna può durare su un arco temporale breve/medio/lungo; durante tale arco si svolgerà un processo continuo di verifica dei risultati e del target oltre ad un arricchimento delle informazioni sugli utenti In base all’attività (iterativa) di analisi dei dati, si svolgeranno operazioni di reclustering o ri-segmentazione degli utenti che, unite agli indicatori di performance (efficacia/efficienza) daranno luogo ad attività di “focalizzazione” della campagna stessa potranno inoltre partire “sottocampagne” mirate a nuovi gruppi di utenti identificati in base alle risposte alla campagna principale L’obiettivo fondamentale è mantenere una relazione fertile e continua con l’utente, con creazione reciproca di valore per il cliente (es: coinvolgimento, informazioni utili, fiducia, personalizzazione) per l’azienda (profiling, incremento dei costi di switch dell’utente ed incremento del suo life-time value) Creative Commons Attribution 28 Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Il modello dell’Interactive Marketing (3) Niche A Niche B Niche C Niche D Niche E Promote! Reach Acquisition Activate! (interesse, registrazione) Abandonment Conversion Use! (utilizzo, acquisto) Churn Retention Churn Cross/up sell! Loyalty Cross/up sell! I canali online e mobile si prestano molto bene per la realizzazione di campagne “veloci”, integrate e con elevata possibilità di direct marketing o focalizzazione su nicchie Creative Commons Attribution eterogenee e profittevoli di utenti 29 Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Processo di Interactive Marketing Creative Commons Attribution 30 Noncommercial-Share Alike 2.5 Italy License

Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Possibile modello delle attività Customer service Distribuzione – Retail Profile, Develop Engage Plan Design Refine & Test & Interact & Retarget Campaign Coordination Creative Commons Attribution 31 Noncommercial-Share Alike 2.5 Italy License

Add a comment

Related presentations

Related pages

Hotel Internet Marketing | HeBS Digital | Hotel Website Design

HeBS Digital is the leading hotel ... Interactive Marketing Apps; Social Media; ... Team • Solutions to Address Business Needs • Proactive ...
Read more

News | Marketing Interactive

Marketing; Media; Digital; Social; Mobile; People; Agencies; ... Marketing Interactive ©2016 Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd.
Read more

Advertising Age - Advertising Agency & Marketing Industry ...

... intelligence and conversation for marketing and media communities. Ad Age; Creativity; ... Media; Agency; Data; BtoB; Video; Super Bowl; Latest; Editor ...
Read more

Business Models on the Web | Professor Michael Rappa

Digital Media William W. Fisher, et al. An e-Business Model ... Ultramercials-- interactive online ads that require the user to respond ... __/ 09-30 -2005 ...
Read more

IE - Educación Superior

IE; STUDIES; SCHOOLS; SOCIAL MEDIA; ... IE's Executive Education division provides the very best in career-development courses, ... IE Business School’s ...
Read more

London School of Business and Finance, UK | LSBF

London School of Business and Finance offers a range of innovative ... MA in Strategic Marketing . MA in Business ... Study Online with InterActive.
Read more

Microsoft Small Business Solutions and Services ...

Find the small business solutions you need to succeed. From protecting your data to connecting with customers, our small business services can help.
Read more

inc.com - Small Business Ideas and Resources for Entrepreneurs

Marketing; Customer Service; Franchises; Build; Lead. ... INC. RADIO; BUSINESS TOOLS. ... Social Media; Security; Big Data; Money.
Read more

Moz: SEO Software, Tools and Resources for Better Marketing

... Moz builds tools that make inbound marketing easy. ... Learn SEO Broaden your SEO with marketing resources for ... Local Marketing | Content | Social ...
Read more